The B2B online sales market is projected to hit $66.89 trillion by 2029, with over 82% of revenue now flowing through digital channels. Yet, most B2B websites remain under-optimised, hampered by slow loading times, confusing navigation, broken elements, and poor SEO. While companies have traditionally turned to expensive agencies or hard-to-use analytics tools, these often provide data without direction, leaving marketing and development teams overwhelmed. Optise comes as a game-changer with its AI-powered website insights platform.
The Reykjavik-based startup has raised $2.2 million in pre-seed funding to accelerate the development of its platform. The round was led by Frumtak Ventures. The funding marks a major step for the startup as it aims to reshape how B2B businesses optimise their digital presence and convert visitors into customers.
Accelerates product development and global expansion
With this capital injection, Optise plans to ramp up product development, expand its AI capabilities, and scale its go-to-market efforts. The company is also investing in strategic hires to bolster its leadership and technical teams.
In addition, Vivienne Hsu, a veteran in technology and marketing and co-founder of Anasbasis Partners, will join the Optise Board, bringing decades of global insight and operational experience to support the startup’s growth.
From data overload to actionable insights
Optise was founded by a team of technologists and marketers, including Ómar Thor Ómarsson who faced this problem firsthand. Despite being a company’s primary revenue driver, B2B websites often fail to attract and convert prospects. The team realised the market lacked a solution that could combine actionable insights, performance optimisation, and AI, without the need for complex interpretation or manual analysis.
Unlike traditional analytics platforms that bombard users with charts and raw data, Optise uses advanced AI to interpret millions of data points and convert them into prioritised, actionable recommendations. The platform tailors insights to each site’s unique structure, audience behavior, and conversion goals.
Key technologies powering the platform include large language models for interpreting complex web structures and SEO issues, vision analysis to identify layout and design inefficiencies, intelligent workflows that streamline optimisation tasks, and an advanced ranking system to prioritise changes based on impact
Despite being in early stages, Optise has already won the trust of clients like Treble Technologies, Aftra, Digido, and Revera. These companies use the platform to boost site speed, enhance user experience, fix technical issues, and increase lead conversion without hiring outside consultants or navigating complex dashboards.
What’s next for Optise?
With fresh capital, a growing team, and a mission that taps into a massive market need, Optise is poised to scale rapidly. The startup will focus on product innovation, including deeper personalisation and AI-driven automation, expanding its client base, particularly among high-growth B2B firms, and building out strategic partnerships to extend its global reach
As digital revenue continues to dominate B2B commerce, Optise is positioning itself as the essential engine behind high-performing websites, helping businesses turn traffic into revenue with speed, intelligence, and confidence.
Andri Heiðar Kristinsson, Partner at Frumtak Ventures, commented: “Despite previously having worked in Silicon Valley and at LinkedIn, I’m still blown away by Iceland’s tech ecosystem. Optise represents exactly the kind of innovative startup we love to nurture at Frumtak: a company with a global vision born from local talent. I’m so excited to be partnering with this ambitious team who are going to help people maximise revenue generation through B2B websites.”
“Websites are the most important touchpoint for B2B companies – yet they’re often overlooked,” added Ómar Thor Ómarsson, CEO and Co-founder of Optise. “We created Optise to close that gap. Our team is focused on helping B2B business owners realise the full potential of their websites to drive real growth and revenue. Our technology will bring expert-level insight to every company, using our collective knowledge and AI to spot what’s broken, what’s missing, and what needs to be improved to drive more leads and revenue.”
